Health food retailer Holland & Barrett is piloting a customer loyalty programme.

The ‘Rewards for Life’ scheme will be trialled across 40 selected stores in the Midlands, Yorkshire and Lancashire.

The programme is free for customers to sign up to and will offer four points for every £1 spent in store, online and via direct mail. The points will be turned into coupons which customers can then spend in store.

Parent company NBTY Europe group marketing director Phil Geary said: “The loyalty programme is fundamental in working towards meeting our customers’ needs, rewarding them for shopping with Holland & Barrett and tailoring our communication with them.

“Today’s consumers are no longer passive and know what kind of shopping experience they want.

“The launch of this programme is in response to feedback we have received from customers and it is as important to us to retain our existing customers by meeting their demands, as it is to encourage new faces into our stores.”